The British artist becomes the central figure of the Olympic campaign that connects athletes, style, and the cultural identity of Milan.
The alliance between Dua Lipa and NBC Sports opens a new chapter in the promotion of the 2026 Winter Olympic Games, a campaign that blends music, aesthetics, and storytelling to present the essence of Milan and Cortina d’Ampezzo to a global audience. The American network has chosen the British artist as the main face of a project aiming to elevate the impact of the sporting event, using her presence to reach audiences that extend beyond the strictly athletic sphere.
The promotional piece, unveiled during the traditional Macy’s parade, uses the hit ‘Training Season’ as its guiding thread to introduce some of the most prominent names from the U.S. team. The artist appears walking through the iconic Galleria Vittorio Emanuele II, wrapped in a black fur coat, while presenting figures such as Lindsey Vonn, Mikaela Shiffrin, Alysa Liu, and Chloe Kim, each defined by a key trait that strengthens the identity of the campaign. The concept is straightforward and effective: exceptional athletes accompanied by a recognisable voice that adds a modern and sophisticated tone.
The advert combines shots of the athletes in action with narrated segments by Lipa, who switches between English and Italian to reinforce the connection with the Olympic host city. The production keeps the focus on Milan’s atmosphere, offering a portrait that unites sport, culture, and design—three essential pillars in building the imagery surrounding Milano Cortina 2026.
From NBCUniversal, the decision to feature the singer seeks to align the spirit of the campaign with the energy of the host city. The creative team believes that Lipa embodies the perfect blend of modernity, style, and international presence—elements that naturally resonate with Milan’s image and with the profile of the highlighted athletes.
Both NBC and Peacock will broadcast the Winter Olympic Games in the United States, with the Opening Ceremony scheduled for 6 February 2026. The promotional rollout marks the beginning of a long road towards the sporting event, and the inclusion of a music star like Dua Lipa adds a strategic boost that positions the campaign as one of the strongest ahead of the Games.
